The document discusses measuring the success of mobile apps through a funnel process of interest, investment, gratification, and value that can lead to customers paying for the app. It provides examples of both qualitative and quantitative metrics to measure at each stage, such as how often the app description is viewed to assess interest or the frequency of app use to evaluate value. The key message is that apps should measure whatever possible at each step and iterate based on the weakest point to help guide users through the funnel to ultimately become paying customers.

1. Getting to “Paid”
Funnel Thinking for Apps
Cindy Alvarez, KISSmetrics
Snaptic Developer Conference • May 26, 2010

2. Measure things that
make you successful.

3. Get A Hypothesis
Publish apps
Hint: Not just
downloads

4. Just because you can’t
measure it
quantitatively,
doesn’t mean ‘don’t
measure it.’

5. What Does It Take to Get Paid?
Interest
Investment
Gratification
Value
Pay

6. Measuring “Interest”
• Qualitative: How often did people view
your app description?
• Quantitative: How well do people ‘get’
your app description?

7. Measuring “Investment”
• Free/demo: How many people are
downloading?
• Paid: How many people are buying?
Investment is not the
endgame.

8. Measuring “Gratification”
• Quantitative: How many people are using
your core feature within a day of
installing?
• Qualitative: What do people do
immediately after installing your app?

9. Measuring “Value”
• Quantitative: How frequently are people
using your app?
• Qualitative: What did our app allow you
to do that you couldn’t do before?

10. Getting to “Paid”
• Upgrading to paid version
• Looking for other apps you’ve developed
• Coming to your website to see what else
you do
• Becoming a “daily use” app

11. Now, go do it!
• Write down each “step” your customers
go through to demonstrate interest,
investment, gratification, value.
• Measure whatever you can.
• Iterate on your weakest step.